Modern-day marketers are using geofencing marketing to reach their target audience. The geofencing marketing approach allows businesses to get the local audience through customized marketing messages.
This post highlights the basics of geofencing marketing. Therefore, you will learn why geofencing is becoming the marketing method of choice for modern marketers. Let us jump right in!
What is Geofencing Marketing?
This marketing technique aims at reaching audiences within a particular virtual geographic boundary. Ideally, the marketers use the GPS technology to mark the areas they want to broadcast the marketing messages. Whenever a consumer enters the defined virtual limit, a trigger pushes his device’s custom marketing message.
Geofencing marketing has gained traction following the increased usage of mobile devices. Therefore, it becomes easier for marketers to target consumers. For instance, when a consumer is walking or parking outside a grocery store, the management can send notifications of an ongoing offer to the target consumer. Even if the target consumer did not intend to walk into the grocery store or purchase the indicated product, they are most likely to buy based on convincing the push notification.
The effectiveness of geofencing marketing depends on the marketer’s creativity. Creative marketers customize the message to gain the audience’s attention. Besides, conducting high-level research to identify where the target customers frequent has helped marketers attain success.
What are the Advantages of Geofencing Marketing?
1. More Efficient Marketing Strategy
Marketers, who deploy the geofencing marketing concept effectively, have reaffirmed that the technique works more effectively than other digital marketing methods. This is because the method involves targeting local audiences, who are more likely to interact with your brand.
2. Delivers Targeting Accuracy
Another top reason to deploy geofencing marketing technique is that the method delivers a greater accuracy level than broadcasting the marketing message. Consider that geofencing targets customers within a certain radius of your business. In that regard, there is a greater possibility for converting the audience into buyers.
3. More Efficient Utilization of marketing Budget
Another reason why geofencing is the best technique is that it is a cost-effective approach. Consider that this is highly targeted advertising, and so you are assured the advertising message is delivered to potential buyers.
Cons of Geofencing Marketing
1. It Can Cause Privacy Concerns
With privacy becoming a significant concern, geofencing can raise questions to customers who do not understand how the technique works. Some customers may result in blocking your notifications from reaching their mobile devices.
2. Can Be Misleading
Sometimes, the degree of accuracy is not as high as you may expect. For instance, where a phone occurs to be within the targeted locality, but in reality, it is not. This can mislead the marketers when analyzing the performance of their marketing campaigns.
3. Requires Continuous Improvement
The marketer has to strengthen their targeting approach for the method to yield the desired outcome. Therefore, there is the need to ensure a continuous improvement of the advertising method.
Geofencing is a great marketing technique. The approach can deliver high-quality results to your business, so long as you have deployed the targeting method in the best way possible. Talk to experienced marketers for the deployment of geofencing marketing.